In a world saturated with polished ads and scripted campaigns, one thing cuts through the noise: realness. Today’s B2B buyers are digitally fluent, emotionally intelligent, and increasingly resistant to anything that feels inauthentic. They do not want another stock photo. They want stories, honesty, and human connection.
That is why authenticity is not just a nice to have. It is the edge that turns attention into trust and trust into action.
At 90 Seconds, we have seen firsthand how customer stories, employee-generated content, and B2B influencers are transforming the way enterprise brands communicate. They are no longer add-ons—they are essentials.
Let us explore why.
Trust is everything in B2B. When you are speaking to decision makers who are spending big and thinking long term, credibility becomes the deal breaker. And the most credible voices are not always yours.
They are your customers, your people, and the respected voices in your space.
Research shows that B2B buyers want content that is both informative and human. They want to see real problems solved by real people. They want stories, not slogans.
And most importantly, they want content that feels like it was made for them—not repurposed from a global campaign.
Customer stories are not testimonials. They are mini narratives that show what your brand can do in the real world. They highlight problems, people, and transformation. And they work.
That is because peer validation is incredibly powerful. It reduces perceived risk. It builds emotional buy-in. It positions your brand as a trusted partner, not just a provider.
At 90 Seconds, we help brands create customer stories that travel—across platforms, regions, and campaigns. From global case studies to local hero content, these stories become your most persuasive proof points.
Your employees are more than your workforce. They are your storytellers. And when they speak, people listen.
In fact, content shared by employees earns significantly more engagement than the same content shared by a brand. That is because it feels real. Unfiltered. Relatable.
Whether it is a behind-the-scenes clip, a thought leadership snippet, or a simple day-in-the-life video, EGC builds culture from the inside out. It turns brand values into living proof. And it shows your audience the people behind the promise.
With the right tools and support, any team in your enterprise can create and share impactful content—without losing control over message or quality.
Influencer marketing is not just for beauty brands and consumer launches. In B2B, the right influencer can be a game changer—especially when entering new markets or launching new products.
These influencers are not celebrities. They are subject matter experts. Industry analysts. Community leaders. And their audiences trust them deeply.
They bring reach, yes. But more importantly, they bring relevance. And when you collaborate instead of just sponsoring, you unlock content that connects, educates, and converts.
Strategically working with B2B influencers allows you to position your brand at the center of key conversations—on LinkedIn, at events, and inside the inboxes that matter.
Authentic content works best when it is fast, flexible, and feels local. But for global teams, that can be hard to manage.
That is where we come in.
At 90 Seconds, we help enterprise brands scale storytelling through a platform built for continuous creation. Our tools and workflows are designed to make it easy to productize customer stories and activate employee creators without sacrificing quality or brand integrity.
From content planning and creator matching to reviews, approvals, and content storage, our platform gives you the control you need and the flexibility you want.
In today’s B2B landscape, authenticity is more than a tactic. It is a trust signal. A growth driver. A brand differentiator.
So ask yourself… what is the most human way to tell your story? Who are the voices your audience already believes?
Then start creating with them.
With 90 Seconds, you have the platform, the creators, and the global reach to scale your most powerful content: authentic, on brand, and built for impact.
Get in touch with us today to chat about your next project.
